Article The influence of advertising on children´s buying

Article

The influence of advertising on children´s buying

behaviour: A Case study in Slovakia Nikoleta Hutmanová 1, Zuzana Hajduová 2,*, Ľubor Jusko 3 and Ľudovít Molitoris 4

1University of Economics in Bratislava, Department of Corporate Finance, Faculty of Business Management

Dolnozemská cesta 1, 852 35 Bratislava; [email protected] 2 University of Economics in Bratislava, Department of Corporate Finance, Faculty of Business Management

Dolnozemská cesta 1, 852 35 Bratislava; [email protected] 3University of Economics in Bratislava, Department of Corporate Finance, Faculty of Business Management

Dolnozemská cesta 1, 852 35 Bratislava; [email protected] 4University of Economics in Bratislava, Department of Corporate Finance, Faculty of Business Management

Dolnozemská cesta 1, 852 35 Bratislava; [email protected]

* Correspondence: [email protected]

Abstract: Advertising is a very important tool in influencing the customer´s buying behaviour.

However, customers tend to have various levels of understanding and decoding advertising

messages. Even though children do not have purchasing power themselves, they still create a key

customer segment that can influence the purchase decision of the whole family. The paper focuses

on how media usage by children and their attitudes towards advertisements determines their

buying behavior. We analyze the development of their advertising literacy and the most important

predictors of this development. The empirical study was carried out by designing a questionnaire

which was filled by Slovak children between the age of 11 and 15. We evaluated the impact of

advertising and the degree of influence of the selected types of advertising media on children's

consumer behavior. We also evaluated the degree of the disruptive effect of the selected types of

advertising media on children and the perception of a selected medium within gender. We

identified the most and the least influential type of media and we found out that there is no

significant difference within gender in the case of advertising media perception by children.

According to the results, we can state that children´s buying behaviour is mostly influenced by

advertising on social media platforms. Therefore, the study recommends for marketers also take

into account children as consumers when they employ an advertising strategy on social media.

Keywords: children, advertising literacy, advertising, media, buying behaviour

1. Introduction

Many societal and scientific discussions about the appropriateness and fairness of advertising

aimed at children have been going on for decades. One of the primary concerns in this area is that

children are more sensitive to the effects of advertising than adults are because they have a low level

of advertising literacy (Kunkel 2010). By advertising literacy, we mean a wide range of knowledge,

attitudes, and skills needed to critically process an advertising message. It incorporates a conceptual

and attitudinal dimension that gradually evolves during their lives, from simple to more

sophisticated knowledge of the nature and functioning of advertising (Hudders et al. 2017). The aim

of the article is, on the basis of own and previous researches, to present the way in which children

interact with advertising through various advertising media. In this article, we define children as a

target group with an emphasis on development of their understanding of advertising. We analyse

and elaborate their development and behaviour as consumers and express the assumption of the

influence of advertising media on children's consumer behaviour. Furthermore, we support our

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© 2021 by the author(s). Distributed under a Creative Commons CC BY license.

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https://doi.org/10.20944/preprints202106.0383.v1

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assumptions about the issue by a research conducted on a group of Slovak children using the online

method of questionnaire data collection CAWI - computer-assisted web interviewing.

1.1 Children and advertising

Children are increasingly confronted with advertising on television, in radio, the press, Internet,

mobile phones, and other types of media. Such ads can appear in a variety of forms, e.g. in the form

of images, videos, or games promoting specific brands. However, since the widespread use of mobile

phones among children and teenagers and very easily accessible Internet connection, a wider range

of marketing approaches has entered the issue of advertising sharing, in which the impact on a child's

behaviour has not yet been sufficiently described. Therefore, we emphasize those forms of

advertising that most often reach children, and are forms of digital and sponsored content associated

with the persuasive design and personalized behavioural marketing. In connection with this

sponsored content, we can mention the finding, that watching online videos of vloggers on YouTube,

has currently become a popular leisure activity among children (Folvord et al. 2019). A recent Ofcom

study found that up to 40% of children aged 8 to 11 and 52% of children aged 12 to 15 in the UK

watch some vloggers or YouTube personalities (Ofcom 2017). In addition, 49% of 8 to 11-year-olds

would rather watch content on YouTube than traditional television programs, while only 14% still

prefer traditional television programmes. Vloggers with a large number of followers and a significant

influence on the decision-making of their followers, also known as social media influencers, often

integrate sponsored content into their vlogs in exchange for financial or non-financial reward (i.e.

vlog advertising or sponsored vlogging). This integrated type of advertising therefore must be taken

into account because children are considered as followers, who need to be encouraged to apply their

advertising developing literacy efficiently (Ofcom 2019).

1.2 Developing of the theory of mind

Children start to distinguish advertising from non-commercial media content around the age of

five (Livingstone, Helsper 2006), and around the age of eight, most children gain a general

understanding of the advertising’s selling intent and can understand the meaning of reviews.

Between the age of eight and eleven, children also begin to understand the persuasive intent of

advertising, which is the knowledge about that advertising is created to gain a favorable view of

products. The persuasive intent itself is more difficult to understand for children than the selling

intent in relation to the theory of mind, because the persuasive intent relates to changes in beliefs,

while the selling intent refers to changes in behavior (Hoek et al. 2020). The cognitive perspective

suggests that individual differences between children's social development can only be assessed once

they have developed a so-called theory of mind. The mentioned concept of the theory of mind was

first defined by the American psychologists Premack and Woodruff. According to them, it means the

ability to think about the mental states of others. Thanks to this ability, individuals are further able

to understand and predict the behavior of others. A good level of the development of the theory of

mind allows an individual to reach for different reactions in different social situations. Terms such as

“mind reading” or “mentalization” are also used in the literature to describe this term in more detail

(Goldman 2012).

However, in simple terms, the theory of mind explains that children need to develop the ability

to understand another person's perspective because they need a mental basis to understand that there

are various other important prerequisites for understanding persuasive intents (Moses et al. 2005). In

relation to theory of mind, children later develop an attitudinal advertising literacy, which consists

of skepticism and disliking (Rozendaal 2016; Steffi 2020). Skepticism is a tendency not to trust

advertising, while a sense of disliking is a general negative attitude towards advertising. Critical

views on advertising begin to develop around the age of eight and become more negative as children

move into adolescence. Typically, advertising literacy develops in parallel with their understanding

of the persuasive intents of advertising. The more they are aware of the persuasive intent, the better



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they understand that advertising is sometimes biased and untrue, leading to a more negative attitude

towards advertising in general (Rozendaal et al. 2016). Conceptual and attitudinal advertising

literacy are dispositional, which means that even if children do not actively use them, they are still

present in their mind. Dispositional advertising literacy of children is grouped in advertising schemes

(Hudders et al. 2017). Schemas are in this concept mental structures that people use to understand

the meaning of the world. For example, advertising schemes group all the knowledge and beliefs not

only about advertising in general, but about specific advertisements too (Dahlén et al. 2007).

1.3 Advertising techniques used in media

Advertisers repeatedly apply a variety of marketing techniques to increase sales of their

products. Therefore, it is important not only to approach the traditional marketing techniques but

also the latest ones used in television and other online media.

Television marketing techniques

Repetition: The marketing technique of repetition is simply the repetition of the same advertising

message, the essence of which is that the knowledge of the product increases the possibility of its

purchase or use. For example, Colgate has been using such advertising frequently for a long time and

has been adopted by consumers to such an extent that Colgate has replaced the word toothpaste in

India (Sasank 2020).

Branded animated characters: Well-known characters are used to sell a variety of products like food,

toys, clothes and many others. In order to attract children and young people to their products and

services, companies often create an animated branded character to promote their product. These

brand characters are specifically designed for brands by marketing companies to explain and

demonstrate the products to children through advertisement( Garretson et al. 2004).

Audiovisual attention – getting elements: This marketing technique is used to attract the attention

of children in particular (as they have a very short attention span) through various types of catchy

sound effects, loud music and VFX (Chan Wang 2019).

Celebrity endorsement: Actors, athletes, musicians, or influencers are either displayed on the

product or are depicted on how they use and approve the product. It is one of the most frequently

used marketing techniques, because celebrities have a large number of fans and their display on the

product creates a feeling of familiarity and trust, which leads to purchase. Studies which are based

on management reveal that celebrity endorsement promotes loyalty, purchase willingness and

consumption promoting effects, which are the direct influence of endorsement (Chan Wang 2019).

Premium products: Toys or products that are offered for free in addition to the purchased product

are mainly used to entice children to buy them. Premium products such as toys or cards are used

very often. For example, a well-known Kinder Joy adds a toy to the purchased product (Sasank

2020).

Product placement: Placing an ad on a product in such a way that the viewer cannot distinguish the

content from the ad. According to the implicit-persuasion model, implicit attitudes affect children´s

spontaneous choice and they will more likely have future automatic reactions and choose the

featured product (Brown et al. 2017).

Integrated marketing strategies: Applying an integrated marketing communication is a powerful

solution which can navigate the complex communications landscape effectively. This can be achieved

through a systematic process that starts with detailed research on target audiences, the right channel

selections, and effective messaging. Thanks to this technique children consider products

recommended by their favorite cartoon character as more attractive (Gordon, 2013).

Video - news release: Video news releases are video segments by which companies send details of

their products or services to news agencies to broadcast as news programs to influence young people



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and children, because those channels have consumers´ trust that they will bring appropriate news to

their viewers. For example, interviews with the CEO or a senior official of a company or a

documentary about how a product is made, and many other things (Sasank 2020).

2. Literature Review

Advergames: Research has shown that games can have a positive impact on brand awareness

particularly in case of interactive in-game ads, since they can uniquely present the brand in a positive

and prominent manner that best reflects the brand’s position. Moreover, advergames have also

shown to positively affect brand attitudes and purchase intentions. A successful video game in this

context with this kind of message therefore means a successful marketing campaign for advertisers

(Cicchirillo 2019).

Viral marketing: Viral advertising represents a so-called “peer-to-peer communication” strategy

that depends on distribution of content viral advertisements and can provide such increased value

to audiences that they transform audiences from passive content receivers to active social distributors

who play a key role in advertisement distribution. Viral marketing therefore has been particularly

effective for teenagers because they are mostly active on social media platforms and can be easily

manipulated with big discounts, free offers and attractive products (Hemsley 2016).

Tracking software and spyware: Spyware or tracking software is used by corporations to predict

consumer shopping behavior. Marketers pay money to tracking software that uses cookies to analyze

a person's shopping behavior so they can improve the exposure of the ad to the customer. Moreover,

these online trackers can be used to gather clickstream data of an individual's web-browsing

behavior. On the other hand, offline trackers can serve as devices that can measure the movement

and location of individuals through their mobile devices ( Weber 2015).

Interactive online agents: An online interactive agent is a form of hidden advertising. Advertisers

program bots or robots for users who initiate a conversation or have doubts about the service. Such

robots are programmed to converse in a one-to-one relationship, which builds brand loyalty (Sasank

2020). Moreover, visual attention refers to applying cognitive resources to relevant information in a

visual environment and is required to deal with the information. According to this, more attention

paid to stimuli indicates greater relevance to the consumer’s needs and can lead to a higher chance

of purchase (Wedel, Pieters 2012).

Free webinars: Companies organize webinars to introduce new services and provide bonuses.

During the webinars, the features and benefits of the services are described by company

representatives and attendees are also provided with freebies (Sasank 2020).

Cross-promotion: When customers of one product or service focus on promoting a related product,

it is a form of marketing promotion. For example, firms promote each other services and offers

freebies to their customers if they buy their counterpart service (Sasank 2020).

Referral marketing: We distinguish two types of referral programs. One in which existing customers

are paid an incentive, and another in which current customers work without pay. The second

program benefits the referrer by increasing visibility, heightening his or her recognition as a

specialist, or can receive as a reward a special treatment from a firm (Lee 2012).

SEM - Search Engine Marketing: A search engine is complex software which can be defined as a

mechanism which allows the searcher to get most appropriate results of his online search. It helps

marketers by displaying their respective ads to the right people in the right place and right time and

can also build a better website ranking, driving more traffic movement to the site. Therefore, it is an

essential mean to expand a webpage’s visibility and increase the visibility so that consumers see their

product more often than a competing product, thereby increasing their chances of buying (Zhang,

Cabage 2016).

Content Marketing: Content marketing uses blogs, tutorial videos, influencer videos, and more.

Marketers hire bloggers, influencers and content creators to promote their product by various means



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so that they can easily target the younger generation, such as a creative content YouTube channel can

promote a product without its viewers knowing, and therefore subconsciously increase product

exposure. It is an easily accessible platform for children and has low barriers for participation with a

simple and intuitive interface design. Its multimodal features like audio, text, special effects,

animated characters can easily gain children’s attention (Neumann et al. 2020).

1.4 How children process advertising message

For a marketing campaign to be successful, advertisers need to persuade children to notice the

message, crave a specific product (or service), recognize and remember the product, and buy it.

Commercial success depends on children's knowledge of advertising, which is simply created,

processed and manifested in the child's mind on the basis of the following scheme (Fig.1):

Figure 1. Advertising message processing scheme

Source: Own processing according to Sasank, 2020.

Attention: Children have a tendency to believe without a doubt the messages in the advertisement.

Children’s attention level on viewing television advertisement can therefore lead to children’s

product request, and children force parents to purchase unneeded items after seeing advertisements. (Bamfo et al.2019). Sound elements are important in attracting children's attention. According to

previous studies, children aged between three and eight pay more attention to advertisements with

loud sound and complex visuals. Audio elements have more recruiting power than visual elements

because they can gain the viewer's attention even when they are not watching television. On the

contrary, awareness of the content and less attention paid to the sound effect in older children

suggests that younger children are more prone to manipulation of advertisements than older children,

which supports Piaget's theory ( Sasank 2020).

Recognition and Retention: Advertising uses audiovisual and repetitive means to enhance the

memory traces of the particular product. The study showed that young children remembered more

about the product if they were shown an audiovisual or visual element, and not just a simple audio. Children between the age of 3 to 4 react to the change between the program and the advertisement,

because of the different audiovisual elements of these two contents rather than the understanding of

the difference between them (Livingstone et al. 2004). Moreover, according to further researchers,

children’s liking for TV advertisements results into strong recall and high levels of recognition for

adult targeted advertisements. Children’s liking or dislike also depends upon the nature of the

product being advertised ( Chan 2003).

Comprehension of commercial intent: Children under the age of eight do not understand that

advertisers intend to convince them of the advantage of their product over the competition, but they

simply perceive advertising as a source of information about the attractive products they can buy

(Sasank 2020). In a study on development in middle childhood, Thomas Robertson and John Rossiter



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asked first-, third- and fifth-year students about their understanding of advertising, with only 50% of

first-year students able to identify the advertiser's persuasive intent, while 87% of third-year students

and 99 % of fifth-year students were able to identify a persuasive intent (Robertson, Rossiter 1976).

Requests for products and purchases: Repetition drastically increases the demand for a product

(drinks, telephone, toys, etc.) compared to other means. To support this finding, a study was

performed in two groups (children aged three to eleven). One group was repeatedly shown a specific

ad and the other was a control group. Both groups were sent with their mothers to a fictitious grocery

store. Children from the control group had very low product requirements compared to the other

group. Consequently, we can mention that children’s role in the family buying decision-making

process varies. From marketers´ point of view in case of consumers, families receive the biggest

attention as a primary and powerful decision-making unit. Children’s influence on what the family

buys can therefore affect everything from the less expensive to the most expensive product (Ahamad,

Sekhar 2014).

3. Materials and Methods

The aim of this research is to evaluate the impact of advertising on children's consumer behavior

through the analysis and interpretation of the results of a questionnaire survey.

The following partial goals were set:

• Evaluate the dependence between the type of advertising medium and the degree of influence

on children's purchasing decisions.

• Evaluation the dependence between the type of advertising medium and the degree of

disruptive effect on the child.

To evaluate the dependencies between advertising and children, we set the following

hypotheses:

• We assume that there is a relationship between the type of advertising medium and the degree

of influence on children's purchasing decisions.

• We assume that there is a relationship between the type of advertising medium and the degree

of disruption to the child.

The study was conducted on children between age of 10 and 15. Due to the peculiarities

of their development, these children develop their first consumer habits and are already fully aware

of their role as consumers, and are prone to the influence of advertising on various products.

As a survey method, we used an online method of questionnaire data collection CAWI -

computer assisted web interviewing. The aim of the questionnaire was to find out whether

advertising has an impact on children's consumer behavior and to analyze their relations to

advertising media depending on the gender. In the questionnaire, we used closed, semi-closed

questions and questions with interval scales examining the respondent's level of experience. An

electronic questionnaire was sent to 135 secondary school students. The sample of respondents

included 55% of boys and 45% of girls. The share of respondents in absolute terms is 61 girls and 74

boys between the age of 11 and 15. The average age of the respondents was 13 years.

In addition to the four basic demographic questions of the questionnaire, the questionnaire

survey consisted of eleven questions. Their number has been adjusted to the fact that children at this

age have a problem maintaining attention in activities that are less interesting to them. The included

questions were focused on finding out the impact of advertising on children, on finding out their

experience with shopping and general attitude towards individual advertising media which,

according to their own evaluation, influence them the most or, on the contrary, disturb them. The

freely available Google Forms application for the distribution and processing of questionnaire

answers was used for the analysis of the results, the computer program Excel was used to create

graphic presentations and the SAS software was used to verify the established hypotheses.



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4. Results

Based on the correlation (Tab.1), according to the Pearson's correlation coefficient we found out

that children who are disturbed by Internet advertising are also disturbed by television advertising

and advertising on social media platforms. At the same time, those who are influenced by TV

advertising are also influenced by Internet advertising.

Table 1. The relationship between the influence and the degree of disruptive effect of the advertising

media on children.

Source: Own processing

Based on these findings, we also looked in more detail at the degree of impact of advertising

within individual media. We asked the children to what extent the given advertising medium

influences them the most in their purchasing decisions (Fig.2) or, on the contrary, which advertising

medium disturbs them the less (Fig.3).

Figure 2. The influence of specific advertising media on children's purchase decisions.

Figure 2. The influence of specific advertising media on children's purchase decisions.


Children identified as the most influential medium social media platforms, followed by

advertising on the web and television. The smallest impact was identified in billboard advertising.

On the other hand, web advertising and television advertising have been identified as the most



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disruptive advertising media. Social media platforms have a less disruptive effect and billboards are

considered the least disruptive.

Figure 3. Disruptive effect of advertising in specific advertising media.


We have tested several hypotheses, from which we select some, such as the impact of a

billboard advertising. We hypothesized the existence of a difference in the perception of billboard

advertising within gender.

H0: The perception of billboard advertising from the perspective of boys and girls is not different.

H1: There is a difference in the perception of billboard advertising from the perspective of boys and girls.

Table 2. ANOVA


According to these results it can be stated that there is no significant difference between the

monitored groups, which are also presented by the boxplot of Figure 4.

Figure 4. Boxplot




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After evaluating the influence of the type of advertising from the gender´s point of view of, we

can state that there is no difference between boys and girls in the degree of influence of individual

types of advertising (Table 3).

Table 3. ANOVA results


According to a recent research in Slovakia (Izrael et al. 2019), children are active users of social

media. Previous findings state that almost 70% of children in Slovakia actively use a profile on social

media platforms or on gaming platforms. Regarding to the age groups, it can be stated from the data

that a third of children between age of 9 and 10, and up to 69% of children between age of 11 and 12

use social media. Based on these facts, we decided in our research to map, specifically which social

media and to what extent can influence the shopping behavior of children through placed ads (Fig.5).

As many as 100 out of 135 children (74%) stated that their buying intents are influenced by social

media.

Figure 5. Degree of influence of different social media platforms

Figure 5. Degree of influence of different social media platforms




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Children´s particular preferences suggest that Instagram, a social media application which

focuses on visual content such as photo and video sharing, is the most influential among children in

terms of the impact of ads (45%). The second most influential platform was the video database –

Youtube (42%). The TikTok mobile application and social network, designed to create and share short

videos, have a much smaller influence (6%). It is followed by a visual idea and inspiration sharing

media - Pinterest (2%). Surprisingly, only a few children stated that they are significantly affected by

the well-known social media network Facebook (3%). The least influential communication

application is Discord (2%) designed especially for gamers.

4. Discussion and conclusion

Based on secondary data, we found out that children in general have a low level of advertising

literacy compared to adults. It gradually develops during their lives in accordance with the theory of

mind and therefore can later support their understanding of advertising sharing and the persuasive

intent itself. Children begin to understand the selling intent of advertising from the age of five and

only later, from the age of eight, they also understand the persuasive intent of the advertising media

message too. In particular, due to the massive expansion of children's use of the Internet, integrated

marketing techniques are more and more frequently used to increase sales, trying to leave as much

product information as possible in children's minds in order to achieve a commercial success.

We investigated the influence of advertising media on the consumer behavior of Slovak children

using the online method of questionnaire data collection CAWI - computer assisted web

interviewing. The sample consisted of 135 children in the age group 10 - 15 years. The analysis of the

results showed that within the individual advertising media, children who are disturbed by Internet

advertising are also disturbed by television advertising and advertising on social media platforms.

Social media platforms and advertising on the web were described as the most influential medium

among children, and vice versa, advertising on the web and television were described as the most

disturbing media. From the findings obtained about the use of social media platforms by children,

we further investigated which social media platforms specifically have the greatest influence on

children's purchasing decisions. Social media application Instagram was stated as the most influential

and Youtube became the second most influential platform. Based on the results of questionnaire

research and research from abroad, it can be stated that companies should also take children into

account when sharing advertising content in the media, as they form an important group of potential

customers. In addition, their consumer behavior can affect the whole family, and their preferences

acquired in childhood can persist into adulthood.

Funding: This research was funded by Kultúrna a edukacná grantová agentúra MŠVVaŠ SR, VEGA 1/0240/20.

Conflicts of Interest: “The authors declare no conflict of interest.”

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Article The influence of advertising on children´s buying